New West Analysis

Why Ski Resorts Should Do More to Promote Helmets

By Allen Smith, 12-03-10

	NATASHA RICHARDSON. Her 2009 death on a beginner slope makes the case for helmets far more personal than several academic studies, convincing as they are.

When it comes to drawing attention to controversies and debates, celebrities often succeed where industry experts fail. The unfortunate death on March 18, 2009, of actress Natasha Richardson is a good example. Ms. Richardson suffered what appeared to be a minor head injury while taking a beginning ski lesson at Mont Tremblant in Quebec, Canada. She died two days later in a New York City hospital as a result of hitting her head on the snow during a fall – the type of injury that helmets are designed to reduce.

Ms. Richardson’s death rekindled the efforts of Michelle Courchesne, the Quebec sports minister, in requiring mandatory helmet use at Quebec ski areas. The United States ski industry experienced its own wake-up call after the deaths of Sonny Bono and Michael Kennedy in 1998. Since then, a number of ski-related organizations have come out in favor of skiers wearing helmets, but few have gone as far as issuing mandates. Yet, the case for helmets is clear.

The two studies that are often cited for head injury statistics are the American Medical Association’s 1997 report to the Council on Scientific Affairs titled ”Helmets for Recreational Skiing and Other Winter Sports in Children and Adolescents” and the U.S. Consumer Product Safety Commission’s study, ”Skiing Helmets – An Evaluation of the Potential to Reduce Head Injury” [pdf] published in 1999. Although their conclusions vary to some degree, both concur that, while the number of ski and snowboard injuries is declining, head injuries are on the rise. After studying 11,795 injuries over a 15-year period at Sugarbush Ski Resort in Vermont, the AMA concluded that 2.6 percent of all ski-related injuries resulted in some type of “potentially serious head injury” that included skull fractures, concussions, serious brain injuries and death. Calculated as incidences per 1,000 skier days, the researchers concluded that head injuries accounted for 0.07 injuries per 1,000 skier days. They went on to say that the majority of preventable head injuries occur in beginning and intermediate skiers at speeds less than 15 mph on relatively flat surfaces.

In 2008, Robert Williams, M.D., at Smugglers’ Notch Resort in Vermont, published a detailed study in Wilderness and Environmental Medicine addressing the risks associated with the speed of skiers and snowboarders riding in gladed areas and terrain parks. The study consisted of 39 subjects. Eighteen were professional ski patrolers, snowboarders, telemark and recreational alpine skiers riding in a controlled glade run. Twenty-one were skiers and snowboarders who performed maneuvers on terrain park rails. A trained observer measured the riders’ speed using a radar gun as they approached and exited the designated glade runs and while performing tricks on rails that were several feet above the surface of hardpacked snow. The results indicated that over 87 percent rode at speeds below 15 mph –speeds that are purported to put riders at the highest risk for incurring head injuries and benefit the most from helmet use. Williams also noted that 68 percent of the falls occurring in terrain parks were the result of “opposite edge phenomenon,” where riders experience a sudden and unexpected “frontside” or “backside” fall that is difficult to control.

Williams offers more intimate behavior of skiers and snowboarders and helmet use after studying the skiing and riding habits of 75,000 guests. His observations include the “Theory of Risk Compensation,” or the decisions of riders to take more risks because they’re wearing a helmet. Young riders often feel that helmets make them invincible. 

Another reason why resorts are seeing an influx of head injuries is because the sport of skiing is changing. Responding to the demands of younger guests, resorts are building terrain parks with rails, jumps and super-halfpipes that tower 17 feet overhead. Ski manufacturers are promoting “double-tipped” skis that entice skiers into skiing backward with limited visibility. “A lot of the accidents we see these days are flooky,” says Williams. “They’re slow speed collisions with objects and people that never used to happen.”

In the backcountry, skiers and snowboarders may benefit from the extra protection derived from helmets when trapped in avalanches. A 2001 study published by Johnson, et al, found that, while most avalanche-related deaths were the result of asphyxiation, 61 percent of the victims died from “closed-head injuries” that the authors speculate could have been prevented.

If morbid statistics aren’t enough to convince the skiing public that wearing a helmet is a good idea, how do you get through to them? Education is one way. Saving people money is another. In conjunction with the Vermont Resort Industry, Smugglers’ Notch is on the forefront of educating the public on the use of helmets while skiing and snowboarding. “We’ve determined that we’re behind the times when it comes to marketing helmet use,” says Williams. “Part of our demographics indicates that women are not getting the message. There are no women role models when it comes to wearing helmets. As a result, we’re replacing some of the photos of men in our marketing material with women.”

After determining that more than 70 percent of local skiers wear helmets, Smugglers’ instituted the “Ski Like a Local – Wear a Helmet” campaign. The resort distributes “Ski Like a Local” stickers identifying wearers as cool locals – even if they don’t live in Vermont. “If we can design a positive campaign, we can make a difference,” says Williams. “There is literally no downside to wearing a helmet.”

The National Ski Areas Association sponsors the “Lids on Kids” program with a website that answers many commonly asked questions and features a NSAA Helmet Safety Fact Sheet, games and activities – everything you need to know about helmets. There’s also a link to the “Skier Responsibility Code.” The code highlights seven ways to reduce injuries by using common sense and demonstrating courtesy to other riders.

Specialty Sports Venture takes the time to educate every family member who rents equipment from one of its 140 stores. “We recommend wearing a helmet to all our customers,” says Chris Fitzgerald, SSV’s Rental Equipment Systems Manager. “If they decline, they must check a box on their rental agreement indicating that they were informed about the risks of skiing or riding without a helmet but elected not to rent one.” SSV also reviews its rental risk policy every year and invites its attorney and insurance representatives to speak to managers during training in the fall. Despite all their efforts, Fitzgerald laments that parents will typically insist that their kids wear a lid while eschewing helmets for themselves.

Probably the best way to reach the skiing public is to hit them where it counts – in their wallet. One popular resort in Finland offers substantial discounts on lift tickets and retail items for guests who wear helmets. Similar to “good driver” programs promoted by auto insurance companies, helmet wearers can actually save money while doing something good for themselves.

Despite the fact that everyone agrees helmets save lives, there are very few organizations or resorts that require skiers, riders or their employees to wear helmets. As of 1997, the National Ski Patrol, the American Academy of Neurology, the American Academy of Orthopaedic Surgeons, the American Academy of Pediatrics, the American Academy of Emergency Medicine, the Brain Injury Association, the National Ski Areas Association and the United States Consumer Product Safety Commission all recommend, but do not mandate the use of helmets in children and adolescents. Many large ski resorts employ professional ski patrolers and guest service ambassadors who promote safety and cite riders who put other guests at risk by participating in risky behavior. Most recommend but few require employees and volunteers to wear helmets.

One trend-setting organization is the Keystone Ski Patrol in Summit County, Colorado. While patrolers are not required to wear helmets by their employer, helmet use is prevalent. A number of Keystone patrolers wear helmets because they were given them. One patroler was issued a helmet while working at another resort in Australia. Others were given lids two years ago from a generous grant by the local medical center. The rest of the helmet-wearing crew followed suit as a result of peer pressure and a decision that it just makes sense to protect themselves from the thousands of other skiers on the mountain.

Unlike the 20 states with helmet laws for motorcycle riders, it’s unlikely that resorts will require their guests and employees to wear helmets any time soon. They could educate skiers and riders by offering discounts on helmets, lift tickets and food and promoting the responsibility code. The rest is up to the individual.

Like this story? Get more! Sign up for our free newsletters.